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17 January 2025 | Story Lunga Luthuli | Photo Supplied
Intsika Food Garden
The newly redeveloped Intsika Garden on the UFS Qwaqwa Campus, designed to promote accessibility, sustainability, and community engagement. The garden's flexible spaces offer opportunities for students to relax, collaborate, and connect with one another.

The UFS Qwaqwa Campus is transforming its landscape to provide more than just a physical connection between buildings. The redevelopment of the garden in front of the Intsika Building marks a shift towards integrating communal spaces that support interaction, inclusivity, and sustainability. 

According to Nico Janse van Rensburg, Senior Director: Facilities Planning at University Estates, the primary aim of the redevelopment is to celebrate the diversity of the university as its ‘greatest asset’ by creating spaces that promote community engagement. “Previously, the garden was underutilised and did not connect properly to the rest of the campus’ circulation network. We identified an opportunity to develop it into a social space where academia and visitors can connect,” Van Rensburg explained.  

Accessibility and sustainability  

The Intsika Garden redevelopment aligns with the broader strategic goals of the institution, particularly in infrastructure planning. The project focuses on making the space universally accessible, ensuring that it caters for people with disabilities while improving overall circulation on the campus. “The development strives to improve the accessibility to different functions on the campus by making the space and circulation routes universally accessible,” said Van Rensburg.  

This initiative is also embedded in the university’s commitment to sustainability, as waterwise plants, artificial grass, and low maintenance finishes have been carefully selected to reduce the environmental footprint. “Artificial grass was used in combination with natural vegetation, which requires minimal water and maintenance,” he added.  

In addition to accessibility, sustainability plays a central role in the redevelopment. The project is designed to contribute to the university’s goal of reducing its carbon footprint by promoting pedestrian-friendly spaces and minimising the reliance on fossil-fuel-driven vehicles.  

Van Rensburg highlighted the efficiency gains in the management of green spaces, noting that the design will reduce the frequency of maintenance, which in turn reduces carbon emissions and energy consumption. “By promoting pedestrian circulation and integration with public transport, the use of vehicles using fossil fuels is minimised,” he said. Walking, he added, is not only a more environmentally friendly option, but also promotes the health and well-being of the campus community.  

Social spaces for collaboration  

The redevelopment introduces six new social nodes across the campus, each offering unique opportunities for student engagement and collaboration. “Smaller pockets have been created, which form part of the larger public space, resulting in a microclimate where people can relax and socialise,” Van Rensburg explained.  

The spaces are designed with flexibility in mind, featuring various seating arrangements, including spaces for meetings and group collaborations. Among the new additions is an amphitheatre, which provides a multifunctional space for lectures, performances, and other activities. “Flexible communal spaces were created for recreational opportunities, resulting in a balanced campus lifestyle,” Van Rensburg added.  

Recognising the increasing reliance on technology, the redevelopment also incorporates features such as charging stations and Wi-Fi connectivity. The spaces are envisioned as ‘information zones’, providing students and staff with convenient access to online resources while they relax or connect outdoors. “With Wi-Fi connectivity, the spaces function as an extension to traditional libraries,” noted Van Rensburg.   

While the Intsika Garden redevelopment is a significant step forward, plans are already underway for further infrastructure and green initiatives. “The soft landscaping and signage contracts were awarded for the Intsika Garden,” Van Rensburg confirmed. He also revealed that much-needed renovations to the front of the Intsika Building are in the pipeline, with a contractor soon to be appointed for the construction work. The planned upgrade will align with the garden’s aesthetics by drawing inspiration from indigenous art and culture, creating a cohesive identity for the campus. 

As these developments progress into 2025, the Qwaqwa Campus will continue to evolve, offering students and staff spaces that not only enhance their academic experience, but also contribute to a more sustainable and connected environment. 

News Archive

Code-switching, tokenism and consumerism in print advertising
2014-10-27

Code-switching, linguistic tokenism and modern consumerism in contemporary South African print advertising. This is the current research focus of two lecturers from the Faculty of the Humanities at the UFS, Prof Angelique van Niekerk and Dr Thinus Conradie.

The act of switching between two or more languages is replete with socio-cultural meaning, and can be deployed to advance numerous communicative strategies, including attempts at signalling cultural familiarity and group affiliation (Chung 2006).

For advertising purposes, Fairclough’s (1989) seminal work on the ideological functions of language remark on the usefulness of code-switching as a means of fostering an advertiser-audience relationship that is conducive to persuasion. In advertising, code-switching is a valuable means with which a brand may be invested with a range of positive associations. In English-dominated media, these associations derive from pre-existing connotations that target audiences already hold for a particular (non-English) language. Where exclusivity and taste, for example, are associated with a particular European language (such as French), advertising may use this languages to invest the advertised brand with a sense of exclusivity and taste.

In addition, empirical experiments with sample audiences (in the field of consumer research) suggest that switching from English to the first language of the target audience, is liable to yield positive results in terms of purchase intentions (Bishop and Peterson 2011). This effect is enhanced under the influence of modern consumerism, in which consumption is linked to the performance of identity and ‘[b]rands are more than just products; they are statements of affiliation and belonging’ (Ngwenya 2011, 2; cf. Nuttall 2004; Jones 2013).

In South African print magazines, where the hegemony of English remains largely uncontested, incorporating components of indigenous languages and Afrikaans may similarly be exploited for commercial ends. Our analysis suggests that the most prevalent form of code-switching from English to indigenous South African languages represents what we have coded as linguistic tokenism. That is, in comparison with the more expansive use of both Afrikaans and foreign languages (such as French), code-switching is used in a more limited manner, and mainly to presuppose community and solidarity with first-language speakers of indigenous languages. In cases of English-to-Afrikaans code-switching, our findings echo the trends observed for languages such as French and German. That is, the language is exploited for pre-existing associations. However, in contrast with French (often associated with prestige) and German (often associated with technical precision), Afrikaans is used to invoke cultural stereotypes, notably a self-satirical celebration of Afrikaner backwardness and/or lack of refinement that is often interpolated with hyper-masculinity.

References


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